EU Packaging and Packaging Waste Regulation (PPWR): A Practical Guide for Hartlepool’s Exporters

Published 12 August 2026

The Packaging and Packaging Waste Regulation (PPWR) is a European Union regulation that introduces new requirements covering packaging design, recyclability, recycled content, labelling and waste reduction for packaging placed on the EU market. PPWR represents one of the most significant changes to packaging requirements in the EU for many years. While it’s being introduced over an extended period, businesses placing packaged goods on the EU market need to understand how their packaging is designed, labelled, documented and managed throughout the supply chain.

This is particularly relevant for businesses in Hartlepool, Teesside and the wider North East that export packaged products into European markets. If you’re exporting packaged goods to the EU, this guide is designed to help you understand the regulation, identify what’s likely to affect your business, and take practical steps towards compliance. Whether you’re reviewing your packaging for the first time or building on work already underway, the aim is to give you a straightforward overview of PPWR and the actions businesses could be considering as the requirements develop.

The regulation entered into force on 11 February 2025 and began applying from 12 August 2026, with additional requirements being introduced in phases over subsequent years. While the regulation might seem complex at first, many businesses will already have processes in place that give them a strong foundation for compliance. Whether you’re already exporting to the EU or considering it for the first time, understanding the direction of travel now can make future compliance significantly easier.

A good place to start is with three simple actions:

• Review your current packaging.
• Speak to your suppliers.
• Organise your packaging information and records.

What Hartlepool Businesses Need to Know About PPWR

Running a business often means dealing with an ever-growing collection of acronyms. Just as you become familiar with GDPR, MTD and EPR, PPWR has been added to the list.

The core ideas of PPWR are straightforward: use less packaging, design it more thoughtfully and be able to demonstrate what materials it contains.

PPWR replaces the previous Packaging and Packaging Waste Directive and creates a more consistent framework across the EU.

Its aims include:

  • Reducing unnecessary packaging.
  • Improving recycling outcomes.
  • Increasing recycled-content use.
  • Encouraging reusable and refillable packaging.
  • Making packaging easier to dispose of correctly.

For UK exporters, PPWR will become another important part of successfully trading with European markets alongside customs procedures, product safety requirements, CE marking and labelling obligations.

Does PPWR Apply to Your Business?

PPWR is particularly relevant to:

  • Businesses selling through online marketplaces.
  • Direct-to-consumer ecommerce businesses.
  • Companies developing products specifically for European markets.
  • Businesses using significant quantities of plastic packaging.
  • Manufacturers exporting packaged products.
  • Food and drink producers.
  • Companies supplying distributors in EU Member States.

This includes businesses that sell directly to customers in EU countries through online marketplaces such as Amazon, eBay or Etsy, even where exporting is only a small part of their overall sales. That can include everything from manufacturers and food producers to sole traders and home-based online sellers. Even occasional exporters to Ireland, France, Germany, Spain or other EU markets should understand PPWR and how it could affect their customers and supply chains.

PPWR Is Not the Same as UK Packaging EPR

PPWR is separate from the UK’s Extended Producer Responsibility (EPR) reforms.

UK Packaging EPR primarily focuses on the costs and responsibilities associated with packaging waste management within the UK.

PPWR focuses on packaging design, recyclability, reuse, recycled content, labelling and obligations relating to packaging placed on the EU market.

Businesses already meeting UK packaging requirements shouldn’t assume that the same packaging will automatically meet EU requirements.

If you export packaged goods to the EU, you may need to comply with both UK and EU packaging regulations simultaneously. In some cases, packaging that complies with UK rules would still need to be adapted to satisfy PPWR requirements. Being compliant in the UK doesn’t necessarily mean you’re compliant in the EU and vice versa.

Before You Worry: Much of This Will Already Feel Familiar

Businesses often hear terms such as technical documents, material declarations and packaging reporting and think they’ll need to put entirely new systems in place.

In reality, PPWR builds on activities you’ll already be doing:

Packaging audit → Stock control and inventory management
Technical documents → Product specifications and supplier records
Material declarations → Supplier certificates and datasheets
Producer responsibility reporting → Sustainability reporting
Supplier verification → Quality assurance processes
Recycled-content evidence → Traceability systems
Packaging redesign → Product development programmes

So, for many SMEs, compliance is less about building entirely new systems and more about organising their existing information.

PPWR Timeline

The European Commission has specifically acknowledged that implementation will carry over several years.

11 February 2025
PPWR entered into force across the EU.

12 August 2026
Core obligations relating to packaging documentation, conformity assessment and certain substance restrictions begin to apply, with further detailed requirements continuing to be developed through EU implementing measures.

12 August 2028
Harmonised packaging labelling requirements are expected to begin applying across the EU.

2030
Recyclability performance requirements, recycled-content obligations and restrictions on excessive empty space begin applying.

2035 and Beyond
Packaging will increasingly need to demonstrate that it can be recycled effectively through established systems.

What Does PPWR Mean for Smaller UK Businesses?

While some micro-enterprises benefit from lighter obligations in specific areas, most SMEs exporting to the EU should still take the time to understand the regulation, maintain appropriate packaging records and engage with their suppliers about compliance requirements.

As mentioned, for smaller businesses, PPWR preparation is often less about creating new systems and more about organising their existing information and building considerations on packaging into their day-to-day business processes.

For many SMEs, this preparation looks like:

  • Working with packaging suppliers.
  • Obtaining technical information.
  • Maintaining records.
  • Reviewing packaging design.
  • Including packaging considerations in business planning.

What Does PPWR Mean for Packaging Design?

PPWR is a clear signal that eco-design is increasingly important. Businesses will need to consider not only how packaging looks, but how effectively it works within recycling and reuse systems.

When developing future packaging, consider:

  • Using widely recyclable materials.
  • Reducing unnecessary components.
  • Making packaging easier to separate and sort.
  • Using recycled content where appropriate.
  • Considering reusable or refillable solutions.
  • Avoiding materials that create recycling challenges.

Done well, these changes can reduce waste while also reducing packaging costs.

Understanding Authorised Representatives

Some UK businesses selling directly into EU markets might need to appoint an authorised representative, or make alternative compliance arrangements, depending on how products are supplied and who is responsible for placing them on the EU market.

Businesses shouldn’t assume another organisation is managing this requirement. Responsibility should be clearly understood and documented.

Create a Packaging Information File

One of the most useful actions a business can take is creating a packaging information file.

This should include:

  • Packaging type.
  • Packaging materials and weights.
  • Supplier details.
  • Recycled-content information.
  • Relevant certifications.
  • Supporting technical documents.

Example:

For a 50ml Luxury Face Cream
Packaging type: Glass jar with aluminium lid and cardboard box
Packaging materials and weights

Glass jar: 120g
Aluminium lid: 12g
Cardboard box: 30g

Recycled content: Glass 40%, Aluminium 30%, Cardboard 80%
Supporting technical documents: Material specifications, supplier declarations and certifications.

Many SMEs can manage this information using simple spreadsheets, product databases or established quality management systems.

PPWR Checklist for SMEs Exporting to the EU

  1. Understand Your Export Markets – Identify which EU countries receive your products and understand how your products are sold there.
  2. Review Your Packaging – Understand the materials used in your packaging and identify opportunities to reduce waste or simplify your packaging.
  3. Speak to Your Suppliers – Request specifications, recycled-content information and technical documents.
  4. Organise Your Information – Create a structured system for storing your packaging information and supporting evidence.
  5. Build Improvements into Existing Processes – Include packaging considerations within your product development, procurement decisions and sustainability initiatives.

Example: A Small Manufacturer

A Hartlepool-based food producer exporting to the Netherlands might maintain a spreadsheet recording packaging materials, weights, suppliers and recycled-content declarations. They then store supporting certificates and specifications as linked documents alongside that record.

Final Thoughts

PPWR is an important change for businesses selling packaged goods into the EU.

For most SMEs, however, the regulation builds on things they already do: understanding their products, working with their suppliers, maintaining records and continuously improving processes.

Businesses that begin preparing early will likely find compliance a lot more manageable than those waiting until customers, importers or regulatory authorities start requesting evidence.

The most important first step is to simply start getting organised.

Need Support?

We know understanding new regulations can be challenging, particularly where packaging, supply chains and export requirements overlap. While Invest Hartlepool can’t provide legal, regulatory or compliance advice, we can help you identify relevant sources of guidance and connect you with appropriate specialist support.

Contact the Economic Growth Team on 01429 867677

DISCLAIMER

Businesses should review official European Commission guidance and seek professional advice where compliance obligations are unclear.

This article provides general information about the EU Packaging and Packaging Waste Regulation (PPWR) and is intended for awareness purposes only. Information is believed to be accurate at the time of publication, but legislation, guidance and implementation requirements may change.

Hartlepool Borough Council and Invest Hartlepool do not provide legal, regulatory, environmental, packaging compliance or customs advice and accept no liability for decisions taken based on this information. Businesses should consult official guidance, packaging suppliers and appropriately qualified professional advisers regarding their specific circumstances before taking action.

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